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The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics

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  • Wilbert Manyanga
  • Charles Makanyeza
  • Zororo Muranda

Abstract

Customer experience, satisfaction and word-of-mouth intention contribute a crucial part in enhancing customer loyalty in the banking sector. This study examines the moderators of the effect of customer experience, satisfaction and word-of-mouth intentions on customer loyalty. Data were collected from bank customers (n = 650) using a structured questionnaire through a cross-sectional survey in Harare, Zimbabwe. Customer experience, satisfaction and word-of-mouth intention were found to have a direct positive effect on loyalty. Age was found to moderate the effect of customer satisfaction on loyalty. However, gender, education and income did not moderate the effect of customer satisfaction on loyalty. These results contribute to the existing body of services marketing literature. Banks are advised to consider customer experience, satisfaction, word-of-mouth intention and age when designing strategies to improve customer loyalty.

Suggested Citation

  • Wilbert Manyanga & Charles Makanyeza & Zororo Muranda, 2022. "The effect of customer experience, customer satisfaction and word of mouth intention on customer loyalty: The moderating role of consumer demographics," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2082015-208, December.
    • Handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2082015
    DOI: 10.1080/23311975.2022.2082015
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    Cited by:

    1. Freddy Marilahimbilu Mgiba & Thozama Mxotwa, 2024. "Communicating Banking Cyber-security Measures, Customer Ethical Concerns, Experience, and Loyalty Intentions: A Developing Economy’s Perspective," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 123-135, May.
    2. Wang, Ping & Li, Kunyang & Du, Qinglong & Wang, Jianqiong, 2024. "Customer experience in AI-enabled products: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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